The initiative, bolstered by support from the Walla Walla Valley Chamber of Commerce and Walla Walla Valley Wine Alliance, asks lodging properties, restaurants, wineries and breweries, tour operators, activity providers and other businesses, to demonstrate their commitment to meet — and possible exceed — best practices as they emerge from the COVID-19 pandemic closures.

Those include many of the practices that will already be issued by local, state and federal operations as well as trade organizations relevant to each business. They also include acceptance of the additional cost to businesses that will come as a result of prioritizing health and safety, implementing health and safety policies and protocols specific to individual businesses and employees, and increase transparency in the process.

More than a dozen businesses have already committed after the offer was extended Thursday.

Justin Yax, partner and public relations principal for Visit Walla Walla-contracted firm DVA Advertising & Public Relations, said health and safety concerns will likely be one of the biggest hurdle destinations will face with return of leisure and group travel.

“In the case of Visit Walla Walla, the Peace of Mind Pledge brings together partners from all corners of the Valley’s tourism industry, unites them around a critical need, and delivers it from a position of trust and authority that helps mitigate down one of the biggest barriers to travel right now.”

Under Gov. Jay Inslee’s four-phased approach to reopening, broad nonessential travel could begin to return late June at the earliest.

Travel research firm Destination Analysts, which has published findings of its Coronavirus Travel Sentiment Index Report every week since March 13, reports more than 70% of American travelers are excited to return to travel when they feel it is safe, the Peace of Mind Pledge announcement said.

“There’s no question that consumers will be making their travel decisions in the coming months based in part on the safety of a destination, whether real or perceived,” Yax said. “Eventually I believe programs like this will become the rule rather than the exception, but right now Visit Walla Walla is one of the few destinations I am aware of that is doing so. That says a lot about the community, and the individuals and businesses who rely so heavily on tourism.”

Walla Walla is well-positioned for recovery in that it’s home to wide-open spaces and driving distance from major markets where weekend getaways are more likely to be part of initial travel plans for visitors than longer vacations.

“This is what our travelers are going to want,” Luthi said. “We want people to stop wishing and start traveling.”

For more information on the program, visit wallawalla.org/peace.